New Business Acquisition Campaign

2017 Winner

New Business Acquisition Campaign

The Oklahoman Media Company

Oklahoma City, United States

CategoryAdvertising Sales and Retention

Media associated with this campaign

Overview of this campaign

Challenge:

Despite having been in the Oklahoma City market for 100+ years, our internal research showed The Oklahoman’s unaided brand awareness among consumers and businesses was one of the lowest among metro media companies. This was due to a combination of 1.) extraordinary population growth from outside the market during the past 10 years and 2) We weren’t consistently promoting our brands, advertising products and marketing services to these new consumers and businesses

Objective:

Re-introduce our brands, advertising products and marketing services to the OKC business community

Generate qualified hand-raiser leads for the advertising sales team to convert to sales

Campaign

In March 2016 we launched a multi-media marketing campaign designed to drive businesses and local ad agencies to our OklahomaUnfolded.com/BuildYourBiz website where they could learn more about our audience, advertising products and marketing services; RSVP for one of Business Builder Marketing Events and/or request a sales call

Messaging focused on marketing subject matter that our research showed was most important to OKC businesses, including social media marketing, SEO/SEM, e-mail marketing, CPC, retargeting, market research and others